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Brand New Justice

How Branding Places and Products can Help the Developing World

ISBN 0 7506 6600 5    Published by Elsevier, 2005

Second Edition in paperback now available.

Poor countries don’t have to be the victims of globalisation.

Brands, far from being the cause of inequality and oppression, have a unique, untapped potential to redistribute the wealth of nations more fairly.

In this remarkable and controversial book, Simon Anholt shows how the combination of branded exports and “nation branding” can create fast-track economic development for emerging markets. Described by one reviewer as a “strikingly humanitarian perspective on capitalism”, Brand New Justice shows how the classic wealth building techniques of first-world countries and companies can be sucessfully transferred to the people and places that really need them.

Packed with case studies of second and third-world international brands and detailed advice on international brand development for companies and governments in developing countries, Brand New Justice brings a radical new dimension to the pro-logo / no-logo debate.

Brand New Justice is essential reading for businesses and governments in emerging countries, for people in the international aid sector, for marketers seeking worthwhile applications for their skills, and for anyone who is more interested in practical solutions to world poverty than pointing fingers or pointless ideological debate. 

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Sample chapter: to download Chapter 1 of Brand New Justice in .pdf format, please click here:

Anholt's thesis - that the instruments of market growth have simply been in the wrong hands - is compelling and thought-provoking ... "Brand New Justice" contains a wealth of valuable advice and some extremely sound economic and social theory.

Stjepan Mesic, President of the Republic of Croatia

For countries like Mongolia which need to break into international markets, this concept provides some much needed hope and inspiration.

H.E. Nambar Enkhbayar, Prime Minister of Mongolia

Brand New Justice - the upside of global branding is a tour de force ... the most important book yet written on branding.

Chris Macrae, valuetrue.com

There are some examples out there that indicate that it is possible to do great good, but Simon Anholt's Brand New Justice: the Upside of Global Branding is the most comprehensive work to date in uniting the theory and the practice. It is this combination — idealism mixed with reality, all delivered with lucid, intelligible English — that makes it one of the most powerful branding books ever written.

Jack Yan, CAP Online

Simon Anholt returns with a spellbinding riposte to the anti-capitalist movement  …the book is truly inspiring and fills you with hope for a more just distribution of wealth around the world. Marketers might just be able to help make the world a better place.

Chartered Institute of Marketing

It is not often that a book on branding receives glowing reviews from Presidents and Prime Ministers around the world, but Brand New Justice richly deserves the praise … a vital read if you wish to understand the power of brands to attract wealth not just for companies, but for the economies and countries in which they operate.

BuildingBrands.com

What this fascinating book provides is a wake-up call to the less powerful countries of the world. Anholt is thus indicating one possible path towards a fairer distribution of global wealth and as such his eloquently argued case merits the same wide audience as that of Naomi Klein. ‘Brand New Justice: The Upside of Global Branding’ should be read by anyone with an interest in how the brutalities of globalisation might be reduced, and a better future created for the poorer countries of the world.

Keith Dinnie, the Journal of Brand Management

Simon Anholt has produced a well thought out and persuasive argument … certainly better than most of the cynical and soulless garbage that passes for business writing these days. This is a fascinating book and the author certainly has the right pedigree: with praise on the dust jacket coming from the Prime Minister of Mongolia and the President of Croatia its really very hard to ignore.

Mad.co.uk

Simon Anholt knows his stuff. This book is well-researched and thorough … a thoughtful addition to the debate about global business and brands.

Brand Republic

An inspiring read to anyone who is interested in taking a brand as a source of creating sustainable wealth … a stimulating read, because the book so clearly relates development issues to trade relationships and knowledge economy issues … a great achievement, since Anholt succeeds in doing this without becoming an ideologist and without choosing sides. Rich food for thought.

Olaf Brugman, Knowledgeboard.com

In our divisive world, it's not easy to attempt to steer a middle course without making enemies of both sides. Harder still to do so with constructive and radical ideas that amount to more than a compromise. Simon Anholt’s new book Brand New Justice achieves this. He acknowledges the critical climate in which worldwide marketing is now seen yet provides imaginative ideas for taking the idea of Branding and adapting it to serve the interests of the developing economies - rather than just lining the pockets of established corporates. He does so with a remarkably accessible writing style articulating intelligent arguments without jargon or needless complexity. Unlike so many desiccated texts on marketing, Anholt's book is also full of remarkable human tales of entrepreneurial brands from places you wouldn't expect - from a Russian bank to an Indian perfumer taking Paris by storm. These stories could inspire anyone trying to develop brands against the odds, wherever they are in the world. Anholt has done his research in depth, and he presents a formidable argument with a lightness of touch that eludes many writers on this topic.

Johnnie Moore, Amazon.com

Even when business books contain good ideas they're often a turgid read. Simon Anholt's book is stuffed full of interesting and challenging ideas and it's also one of the best written business books I've read. What makes the book so interesting is that it challenges a developed world perspective on branding and suggests that branding can be the powerhouse to change the fortunes of the developing world. Rather than the familiar cry about the manipulation of brands and the damage they can do, this book demonstrates that brands can be a force for good. That should be an important message for businesses everywhere.

Nicholas Ind, Amazon.com